Chapter III: Research Methodology

This part of the study presented the research design, area of study,
population, sample of the population, and sampling technique that used in
the study.

Theoretical/Conceptual Framework and Research Paradigm

According to the theory of Hierarchy of Effects by Robert J. Lavidge and

Gary A. Steiner in 1961 it is a model of how advertising influences a
consumers decision to purchase or not purchase a product or service it
means that the online advertisement effects theory is an advanced
advertising strategy in that it approaches the sale of a good through well-
developed, persuasive advertising messages designed to build brand
awareness over time. While an immediate purchase would be preferred,
companies using this strategy expect students to need a longer decision-
making process. We can connect this theory in our study because this
theory stated that advertising influences a consumers decision to purchase
a product just like in our study on how online advertisement affect the
buying decision of grade 10 students of St. Joseph School. They are using
strategy, which is advertising because it approaches the sale of a good and
influences a consumers decision to purchase it or not.

Attract’s buyer
Encourage buyer Buying Decision
Online Helpful in of Grade 10
Advertisement choosing right Students
product

Figure 1

Figure 1 shows that the effects of online advertisement were attract,

encourage and help buyers in choosing the right product that affects the
buying decision of Grade 10 students of St. Joseph School of San Jose
City, Nueva Ecija Inc. to purchase a product.

Research Design

This study was under the descriptive research design that dealt with
survey questionnaire, analysis and interpretation of the result gathered.

Description of the Sample

The respondents of the study were the grade 10 students of St. Joseph
School of San Jose City, Nueva Ecija, Inc. The students were randomly
selected from the two sections of grade 10, to achieve a total of 30
respondents who answered the questionnaire sent by the researchers.

Instrument used in the study

To distinguish the effect of online advertisements in buying decision of

Grade 10 students of St. Joseph School of San Jose City, Nueva Ecija, Inc.
The researchers prepared a consent letter and a questionnaire approved by
the teacher. The researchers prepared a google form consisting of the
approved letter and questionnaire and sent to the 30 Grade 10 students of
St. Joseph School.The first part of the survey will be the profile of the
respondents. The second part of the survey will be the letter. The third part
of the survey is answering the questionnaire.

Data Gathering

The researchers prepared a consent letter and questionnaire approved by

the teacher which was sent to the respondents. The researchers collected
the responses regarding how online advertisement affects buying decisions
of Grade 10 Students of St. Joseph School of San Jose City Nueva Ecija.
The researchers analyzed and examined the collected data using
percentage scoring.

Method of the analysis used

The researchers used narrative method to explain the analyzed result from
gathered data.